The highly anticipated UK launch of Green Giant Fresh is being delayed by at least six months, The Grocer can reveal.

Produce World announced in April that it had secured a licensing deal to market the General Mills-owned brand in the UK, and said the first products would go on sale in weeks. But nearly six months on, Green Giant Fresh has yet to appear on shelves.

According to sources, the brand has struggled to convince retailers of its USP and that Green Giant could make the jump to fresh veg. Produce World would not be drawn on why the launch had been delayed, but said it anticipated that the first lines would go on sale "in advance of the busy Christmas period". A pan-European roll-out will happen at the same time.

Produce World had planned to launch wholehead broccoli, carrots, tomatoes, peppers and lettuces, but said this week the offer "may vary slightly".